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July 27.2025

2 Minutes Read

AI Referrals Surged 357% in June: A Look at the Data Revolution

Laptop screen welcoming to the Gemini era on a tech website.

The Astonishing Rise of AI Referrals in June

In a striking trend, data released by Similarweb indicates that AI referrals to top websites surged by 357% year-over-year this June, totaling an impressive 1.13 billion clicks. This surge signifies a notable shift in how information is accessed, although traditional Google Search referrals continue to dwarf AI's impact with a staggering 191 billion visits to similar sites during the same timeframe.

Examining the Traffic Spike: What It Means for Online Publishers

Online publishers are increasingly concerned about falling traffic and are bracing for the industry buzzword 'Google Zero'—a hypothetical scenario where Google reduces traffic referrals entirely to external sites. This is particularly critical for news and media platforms, as a recent Pew Research study found that AI-generated summaries led users to click through to articles infrequently. Specifically, only 8% of users engaged with links when AI overviews were present, compared to 15% without them.

Impact on News and Media Platforms: A 770% Increase

In the realm of news media, AI referrals climbed a staggering 770% since last June, with Yahoo leading the charge with 2.3 million AI referrals. Notable competitors like Yahoo Japan and Reuters followed closely behind. However, this growth has its pitfalls; The New York Times faces decreased referrals due to its legal tussle with OpenAI regarding article use in AI training.

Analyzing Methodologies: How AI Referrals are Tracked

The methodology employed by Similarweb is notable for capturing AI referrals from various platforms, including ChatGPT, which alone accounts for over 80% of these referrals. The implications of this methodology highlight a critical shift, marking the prominence of AI tools in shaping online traffic dynamics.

Cross-Category Insights: Where AI Referrals Stand

Beyond just news, Similarweb's analysis delved into categories like e-commerce and tech, revealing how brands like Amazon and Reddit also gained substantial traction via AI referrals. The numbers illustrate not just a change in referral dynamics but also hint at opportunities for businesses to engage with their audience through AI-driven platforms.

Ultimately, as the digital landscape evolves, understanding these trends and the mechanisms behind them will be crucial for online publishers and marketers alike. Those willing to adapt may find new paths for growth in this rapidly changing environment.

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AI Referrals Surged 357% in June: A Look at the Data Revolution

The Astonishing Rise of AI Referrals in June

Examining the Traffic Spike: What It Means for Online Publishers

Impact on News and Media Platforms: A 770% Increase

Analyzing Methodologies: How AI Referrals are Tracked

Cross-Category Insights: Where AI Referrals Stand

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